#3 Shane McMahon vs Kevin Owens
Back in 2017, Shane McMahon was a full-blown babyface authority figure on SmackDown Live. After Shane McMahon refused to give Owens a shot at the United States title, Owens insulted Shane's children, leading to an attack, which resulted in Shane getting suspended. The two met inside Hell in a Cell, where Owens scored a win after assistance from longtime friend Sami Zayn. The rivalry was resumed months later, with Shane and a returning Daniel Bryan defeating Owens and Zayn at WrestleMania 34.
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Around a year later, the roles have been reversed, as a babyface Owens is currently feuding with a heel Shane McMahon. The two are set to square off at SummerSlam, with the stipulation calling for Owens' exit from WWE if he loses the match.